Driven by the market for efficient energy, predicted by 2020 the size of the lighting market reached 150 billion US dollars. Now LED penetration rate of about 27%, to enhance the space is great, there are analysts expected in the second half of this year, LED lighting will usher in an outbreak. In terms of exports, according to statistics, in 2014, China's semiconductor lighting industry, the overall size reached 35.7 billion yuan, compared with 2576 billion yuan in 2013 increased by 36%, and continue to maintain rapid growth. Faced with this situation, a large number of LED companies have joined the ranks of export, but to do it is difficult. The following is the blessing of foreign trade forum users pascal share of foreign trade experience, there is a certain reference value, looking forward to help do foreign trade LED colleagues friends.
First, identify the target customers
1, OEM customers: Europe and the United States second-line lighting brand
Why is Europe and the United States second-line lighting brand? With the European and world-class brand OEM, seems to be a very good thing, but first-class brand in China there are companies and technical team, have the ability to control the quality of the general factory, so with what they need is an old Honest and hard work, natural reward is limited. Targeting a second-tier brand that does not have a technical team support in China is a more sensible choice, and they need not only a working cooler, but also a supplier that can give them good service support to facilitate their communication And business details, so that the added value will naturally be much higher.
2, brand distributors
Who is the distributor? Europe's channels are generally stores, and specialized dealers. LED optoelectronic products, if it is a store channel, then, generally with building materials stores and hardware stores a little more, or a special lamp dealers. In Europe, the second-tier brands, the general will put their own distributors information on their own website for customers to query, we can get a lot of information. Reuse the GOOGLE search engine (do not ask why I can use Google, you have to find their own way to open) to these distributors information together to search, will get more such a similar dealer. And then through the two sites (www.linkedin.com, www.zoominfo.com), basically you can get some information about key people.
3, brand manager
When the company started, there will be a person to analyze the market, follow the trend of the market, the trend of the entire industry, although not necessarily very professional, but well-informed, business strategy to choose properly, business will step by step open. When the company developed to a certain stage, the establishment of their own factories, choose the need to put the product line. Need to design their own products, this time need to have familiar with the preamble technology, as well as the market to coordinate the relationship between production and research and development, according to the marketing data to develop new product lines and improve the original product.
The company from the initial light belt, gradually to the panel lights, downlights, ceiling lights, lamp. Each new product research and development, are in a certain market research based on the introduction, or the use of fast follow the strategy, or to do functional or structural innovation. The maturity of each product line is the need to get customers on the side of the continuous feedback and engineering continuous improvement.
Follow the footsteps of the customer is true, but in many cases, the customer is a trader, do not know what he wants in the end, for the terminal market positioning is not clear will make the brand image blurred The marketing department is responsible for the collection of competitor product line information. The sales department is responsible for the feedback of customer information. The brand manager is responsible for integrating marketing information and research and development, supply chain, positioning the whole product line, targeting target customers, leading the industry development trend.
Second, the ideal foreign trade marketing team
Employees and companies to integrate, help each other, harvest growth and good remuneration. An advanced foreign trade sales team, the better configuration is as follows: foreign trade manager, e-commerce sector, foreign trade sales department, foreign trade with the single.
Foreign trade manager: overall overall, leading a department, to create a positive culture.
E-commerce department: responsible for SEO promotion and data mining, keyword analysis, market trend analysis, google search methods to explore and the latest and most effective marketing methods of collection.
Foreign trade sales department: by the artist + foreign trade elite composition. Artists are responsible for the B2B platform for the production of high-quality pictures, foreign trade elite is responsible for the production of various product templates, as well as the initial product updates, and inquiry follow-up.
Foreign trade with the single: in accordance with the requirements of foreign trade elite, update the platform, and follow the order has been under the order.
Third, the overall business resources
In the case of foreign trade clerk without sub-regional, the company has much business information, in addition to exhibitors come in, into the database, there is no other business to collect data? Google can search a lot of customers, if you can have a system to enter the exhibition customers into the database, each colleague in the development of a new customer, as long as the customer information into the system, you can know that the customer is not the company's old customers The. Each sales can bring a certain amount of new customer data to the system, six months later, if the customer side there is no sample list, then the customer information automatically transferred to the public customer resource library for other foreign trade business to develop, if other Foreign trade business to develop public customers in the library of customers, the original information entry will have a huge incentive to encourage each sales entry more information, so the formation of a large database. The existing customers are divided into A, B, C, D four file customers, each quarter exchange of C, D file customers, perhaps everyone's sales style is not the same, there is always a sales of the appetite of the customer.
1, exhibition promotion:
Through the world's more influential exhibition to promote our brand, but easy to OEM customers with the regional duplication, leading to deterioration of customer relations. Through the world's leading exhibition site to collect second-tier brand customers information and information, contact with customers.
2, B2B promotion:
Not only the direct source of the customer, but also the latest news of global industry information, tell us which emerging markets in the rise, the customer's attention is what.
Analysis: Where is the core value of a B2B e-commerce platform?
Traffic source: the general B2B platform traffic source is the following: GOOGLE keyword advertising, well-known website display ads, advertising magazines in various industries, around the world to promote the collective brand, their own magazine, SEO optimization and promotion.
Now China's B2B mainstream has four, global resources network, Alibaba, China manufacturing network, global market. I used the platform, there are three, Alibaba, Made in China, the global market. From the use of the situation, Alibaba is undoubtedly the best and most powerful, although the quality of the inquiry varies, but occasionally there will be a big fish, even the most basic 29,800 yuan package, in the absence of art and high quality Factory support, the effect is also very good. Made in China, is entirely soy sauce, hundreds of thousands of packages, almost no inquiry, and inquiry quality is indeed very low. Global market, I also operated for about three months, uploaded two or three hundred products, and a lot of highly competitive keywords I have ranked in the first page, but the number and quality of clicks and inquiries really can not make me Satisfaction; I use GOOGLE search a bit on the global market in the LED strip, strip light, ledpanel, panel light these keywords on the rankings in the google rankings are not in the first three pages, and Alibaba are basically in the first three page. Global resources network, good reputation, not only accumulated a large number of outstanding buyers, and the magazine and the exhibition also do reputation, but the input is indeed high, more than ten million a year package.
Therefore, I strongly recommend the company to try Alibaba's most basic 29800 package. Alibaba why can rise in so many B2B, it is important that, because the absorption of the previous search engine giant Yahoo's technology, so the main search engine to do optimization, there is a considerable accumulation of technology. And Ali years of data and capital accumulation, in the major search engines and magazines on the advertising investment is quite large.
3, magazine promotion:
Through the LED MAGAZINES, LED MAGAZINE JAPAN, and other well-known LED industry at home and abroad, lighting and construction industry magazines to advertise, to get a good promotion, targeted very strong. In the industry's leading magazine to do an exclusive interview and published technical and business articles. Other magazines offer are still in the process of getting. In the LED MAGAZINE above, we saw a lot of peers, such as SIGNCOMPLEX, Ruifeng photoelectric, Rui Zi photoelectric.
4, SEO promotion:
Clever use of keywords and links to promote the entire site in the industry rankings, keyword selection can use GOOGLE ADWORDS, competitors and customer sites to intercept keywords, link promotion can use YAHOO knowledge hall, the industry well-known blog links, Forum link promotion. In the GOOGLE inside search, you can see those who do search engine optimization done better LED company.
5, Chamber of Commerce and Purchasing Mission:
Use their own for the Chinese LED industry market familiar with the situation, the organization CHAMBER OF COMMERCE on LED, the organization of buyers from China to China, while also a share of their own.
6, database mining:
If you search by, you can find a tree. Then the data mining can let you through a tree, to find the whole forest, the forest in a variety of trees have. E-commerce is based on the information technology on the business, but the data is mixed, for the marketing staff, a lot of information is useless, so the need for a variety of algorithms to dig out.
Recommend several of the more common concepts of data mining: analytic hierarchy process, data structure method, data model method, how to use, you have to own to comprehend!
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